Doremus Wins Corning Account

Doremus has landed corporate-image duties for Corning, the one-time manufacturer of cookware that now produces the optical fiber wiring the Internet. Billings on the account, which includes media duties, are estimated at $15 million.

The New York shop bested Marsteller Advertising, also New York, in a creative pitch following a search, said David Caplan, director of corporate communications at the Corning, N.Y.-based client. Doremus’ first work—a TV and print campaign with a budget of $7 million—is expected in late fall.

This is Corning’s first stab at national corporate-image advertising, said Caplan. Corning, which relied in the past on product-specific ads from upstate New York shops, needs to tout its transformation into a high-tech, Fortune 500 company, he said. “We are a different company,” he added. “And we are in some ways not getting the credit that we deserve.”

Corning discovered Doremus through fellow Omnicom Group shop Brodeur Worldwide in Boston, which handles the client’s public relations. Caplan was taken with Doremus’ grasp of the business-to-business sector, particularly in its integrated, multidisciplined ap-proach for ITT Industries.

Reflecting on the mission of the advertising, Lou Rubin, director of client services at Doremus, said, “People need to have an accurate understanding of the fact that Corning is a player in this Internet world.”